THE WHAT? Nestlé is developing products specifically for consumers using GLP-1 weight-loss drugs, targeting nutritional and appearance-related effects associated with rapid weight loss as it looks to turn the growth of medicines such as Ozempic and Wegovy into a new commercial opportunity.
THE DETAILS Nestlé is combining nutritional science with AI to identify product opportunities around muscle health, hydration, nutrition and skin, hair and nail health for GLP-1 users. The company has begun incorporating collagen protein into products under its Vital Proteins brand to address appearance-related concerns associated with rapid weight loss, while also developing nutrient combinations intended to support muscle health. Existing launches include the Boost Advanced Nutrition Shake in the US and Milo PRO High Protein in Asia and Australia. Nestlé is also using internal AI tools to analyse clinical research, emerging consumer trends and a database of around 120,000 recipes, helping accelerate formulation and product development for this emerging consumer segment.
THE WHY? The strategy shows how the rapid expansion of GLP-1 medicines is creating opportunities across beauty, wellness and nutrition rather than simply threatening established consumer categories through reduced food consumption. For the beauty industry in particular, concerns around skin, hair, nails and changes in facial appearance could accelerate demand for ingestible beauty products positioned alongside weight-management treatments.
Source: Reuters
